人们为何愿意分享网络广告视频?

#研究分享#哈佛商学院助理教授Teixeira经研究认为,人们之所以愿意分享网络广告视频,是因为这种行为能给他们添光增色。Teixeira在比较了这种分享行为与情感反应和人格测验的关系后,认为此种分享行为是以自我为中心的。那些分享者试图从这种分享行为中收获个人增益。例如,一个潜在的增益为提升了分享者在朋友圈和家庭中的声誉。因此,广告商应努力创作出既能将产品表现得美轮美奂,同时也能给那些分享此种视频的人带来更多增益的广告视频作品。

【文章全文】Research reveals ‘key to viral videos’

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People share videos of ads when doing so makes them look good, according to research by Harvard Business School assistant professor Thales S. Teixeira.

 

“People watch a lot of things online that they would never share with anyone,” Teixeira tells Carmen Nobel.

 

After comparing the sharing behavior with the emotional responses and personality tests, Teixeira found that the main motivation for viral sharing was egocentricity—the viewer’s desire to derive personal gain from sharing the video. In this case, the potential gain comes in the form of improving the viewer’s reputation among friends and family, for example. Thus, it behooves advertisers to create videos that not only will make the product look good but, if shared, will make the viewer look good, too.

 

That aligns with something Jeff Sonderman wrote for Poynter last year about why people share news: “A sharable story doesn’t have to be positive, it just has to be powerful,” Sonderman wrote.

 

It has to create within the reader a deep, authentic human emotion — joy, fear, irony, disgust, wonder.

 

Or narcissism, apparently. A New York Times marketing study of sharing identified several personality types predisposed toward sharing content, including what it called “Boomerangs”: People who share stuff because it reflects well on them.

 

Tags: Advertising, Video

【文章作者】Andrew Beaujon

【文章来源】poynter

【文章链接】http://www.poynter.org/latest-news/mediawire/216408/the-key-to-getting-videos-shared-online-egocentricity/


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